A Visionary Agripreneur Redefining Zimbabwe’s Agricultural Landscape
In the early morning light, as the sun rises over rows of lush green crops stretching across fertile fields, the air carries the scent of damp soil and fresh vegetables. Amidst this vibrant agricultural landscape stands Grace Dudzai Musa, an agripreneur whose vision is redefining what it means to succeed in agriculture. Her journey is a testament to determination, passion, and an unwavering belief in the power of the land.
Musa, the managing director of Discovery Coin, has carved out her own space in a sector traditionally dominated by men. As a passionate farmer, she is one of the women redefining Zimbabwe’s agricultural landscape on over 13 hectares of farmland in the quiet farming community of Melfort, located on the outskirts of Marondera, about an hour’s drive from Harare.
On her over 13 hectares of farmland, three hectares are dedicated to greenhouses, producing cucumbers, tomatoes, and peppers. On the open field side, she cultivates leafy vegetables such as covo, spinach, tsunga, lettuce, and carrots, along with other produce. The business also boasts 12 mushroom growing rooms for button mushrooms and six for oyster mushrooms. With an additional 14 hectares under development, the business has ventured into watermelon, butternut, potatoes, and other high-value crops.
Musa believes that what started as a dream has grown into a flourishing enterprise. Her farm supplies fresh produce to major supermarkets, ensuring households across the country enjoy fresh, nutritious food. Through her Discovery Coin, she is also supplying fresh produce to Pick n Pay supermarkets across Zimbabwe, contributing meaningfully to the country’s food supply chain.
“My passion for agriculture was sparked during my days in the retail industry as an accounts clerk at OK Zimbabwe,” she says. “This is when I began to appreciate the vital role farming plays in driving the retail and food supply chain in Zimbabwe.”
During her time in retail, Musa observed that a significant portion of supermarket profits came from fresh produce, confectionery, and takeaway foods sectors directly supported by agriculture. This realization inspired her to venture into farming, not only as a business opportunity but as a solution to strengthening food security and sustainable livelihoods.
Musa, who describes herself as a visionary agripreneur and faith-driven leader, says her journey into farming is rooted in resilience, strategic insight, and an unwavering belief in God’s guidance. She started modestly by buying and selling fresh produce, sourcing from farmers and the Mbare market to supply retail outlets. Despite early setbacks, including the collapse of her first greenhouse project due to disputes, she remained determined and continued growing fruits and vegetables in her backyard and garage.
She later started renting farming spaces to keep her vision alive, and her persistence eventually led to securing leased farmland in Melfort, where she is currently doing her farming.
Every day begins before sunrise for Musa. As the first rays of light touch her fields, she walks through rows of thriving crops, carefully inspecting cucumbers, tomatoes, green peppers, vibrant colored peppers, spinach, and neatly cultivated button mushrooms. Each plant tells a story of dedication and thorough care.
“For me, farming is more than just a business; it is a calling. I believe the land has endless opportunities if you treat it with care and commitment. Agriculture is not just about producing food, it is also about creating livelihoods, empowering communities, and showing that women can thrive in any sector.”
In 2023, Musa seized a strategic opportunity to supply Simbisa Brands through meat imports, an initiative that gave birth to Discovery Coin. “The milestone to supply Simbisa Brands enabled my diversification into farming, meat imports, and serviette manufacturing, laying the foundation for business expansion. However, farming remained my core passion and primary focus,” she says.
She acknowledges that her journey into commercial farming has not been without its challenges. “Agriculture demands long hours, resilience in the face of unpredictable weather, and the ability to navigate complex markets. I, however, refuse to be intimidated by the perception that large-scale farming is a man’s world. Instead, I turned those perceptions into motivation.”
Musa is also cultivating more than vegetables. Her farm is empowering the community by employing workers from nearby communities and contributing to local economic development. “Through persistence and innovation, I have built Discovery Coin into a trusted producer of quality vegetables. I believe my work is also helping to reshape narratives about women in agriculture, proving that with determination and skill, women can excel in industries that have historically been male-dominated.”
Looking ahead, Musa envisions establishing a fully-fledged industrial site to expand from meat imports into local meat processing and exports while scaling up greenhouse production for export markets. As trucks leave Discovery Coin carrying crates of cucumbers, tomatoes, peppers, mushrooms, and spinach bound for Pick n Pay stores across the country, they carry more than just produce—they carry the story of a woman who refused to accept limits and instead planted seeds of possibility.
